Engaging the Public
Gresham Smith initiated the process through a public survey, inviting participants to express their opinions on what the airport’s brand could be. Over just one week, we received thousands of responses,
reflecting a diverse mix of voices. The survey aimed to identify imagery and themes that struck a chord with the community. Participants pointed to New Orleans’ iconic aspects—food, art and music—as key representations. By involving the public at an early stage, we ensured that the final design would resonate with those who would interact with it daily.
Engaging MSY
Building on the insights from the public survey, our team facilitated an all-day visioning workshop that included Louis Armstrong International Airport employees, department leaders, and board members to refine the brand’s direction. This collaborative session placed emphasis on understanding what the airport wanted to communicate through its revamped identity.
Key challenges quickly emerged, including the length of the airport’s name and how to modernize the existing logo while preserving its heritage. Type studies turned out to be an essential tool in addressing these concerns. The final type treatment employed a mix of sans-serif and serif fonts to strike a balance between modernity and tradition. This thoughtful approach ensured that the typography communicated the airport’s identity as a forward-looking global hub and a storied institution.
A Leap from Past to Future: The Fleur de Lis
With origins that span cultures and continents, the Fleur de Lis has historically symbolized beauty, nobility, strength and rebirth—all attributes that align with New Orleans’ cultural identity and the airport’s role as a gateway to possibility. Additionally, the shape is subtly incorporated into the airport’s architectural design, making it a natural choice to carry forward.
We reimagined the Fleur de Lis for the new logo, ensuring it felt fresh and contemporary. The updated symbol is clean and streamlined, shedding any impressions of tradition-bound limitations. The new logo’s lines suggest a plane taking flight—a celebration of movement, progress and connection. By preserving the Fleur de Lis, the airport could honor its past while presenting an identity that looks to the future.
Color Outside the Lines
The use of color was critical to conveying the vibrancy of New Orleans and the energy of the airport. Drawing from the survey feedback, we developed a palette incorporating elements inspired by architecture, nature and food—key aspects of New Orleans’ identity that resonated with the public and airport representatives. The resulting color scheme blends the brand’s identity with a sense of timelessness, giving the brand a look that feels both modern and enduring.
A Brand That Takes Flight
A narrative woven from the thousands of voices that helped shape it, the new Louis Armstrong International Airport brand is more than just a visual identity—it’s a celebration of the region’s culture, and a nod to the airport’s role in connecting people and places. The journey toward the airport’s new identity was a collaborative and thoughtful process that involved listening, envisioning, and designing with purpose. It’s a brand that embodies the region while welcoming the world to its doorstep.
